With eye on national media, Tamil parties go English

Pattali Makkal Katchi (PMK) founder S. Ramadoss is wont to issue statements almost every day with a view to ensuring that the party is under the media spotlight. And a unique feature of his statements is use of chaste Tamil words even for highly technical terms.

So it came as a surprise to many when Dr.Ramadoss began putting out English translations of his statements since last month. What is the reason for this change of heart?

Apparently, the party has woken up to the need to reach out to the national English media, which, a substantial section of the largely rural-based outfit feels, is necessary if the PMK wanted to improve its appeal among the educated urban audience.

But it was not Mr. Ramadoss who began this trend. When DMK Treasurer M.K. Stalin formed a public relations team to ramp up his presence on the social media, his first move was to start using English to communicate with his followers. Every statement of Mr. Stalin was put out in both Tamil and English.

Lawyer and PMK leader K. Balu says given the new dimensions of communication in the age of social media, there was a need to develop one’s strategy.

“Sometimes, journalists working for the national English media are not well-versed in Tamil. So, many of our statements on important issues remain unnoticed. This is a way to make it easier for everyone,” he points out.

He says releasing English translations of statements does not contradict the PMK’s language policy. “We are not against English. We only want equal status to the mother tongue,” he says.

Leaders in the DMK state that with more youngsters getting hooked to Facebook and Twitter, English has become the language of effective communication. “Most of us use only English on social media. Its reach is phenomenal and there is nothing wrong in taking advantage of this,” a former MP says.